Abstract:

The purpose of this study is to identify the status of Customer Relationship Management (CRM) adoption by mobile telecom companies in Saudi Arabia. This was addressed by assessing customer satisfaction in the Saudi market. This study surveyed more than 440 of mobile telecom customers in Saudi Arabia to investigate their perception about quality of offered customer services by mobile telecom companies and its impact on customer satisfaction and hence customer. The study focused on the main three channels used by mobile companies to provide customer services (customer service offices, phone operator and web site services). Empirical findings provide evidence that quality of customer service significantly influence customer satisfaction and thus customer loyalty. It was found that the majority of customers preferred to use phone operator to for customer services.